Blogs, wikis and other ‘social’ and digital media have transformed the way we communicate today. Just think about how most of the marketing communications we now receive from companies and organisations carry a ‘follow me’ badge.
On the positive side, these social and digital tools and channels have created a host of additional opportunities for companies to collaborate online, gather and share information and contribute to various topics of conversation. Similarly, companies and organisations have been given the perfect environment to re-evaluate and, most importantly, reinvigorate their overall approach to Public Relations.
Dubbed the tools and tactics of ‘new PR’, these offer unparalleled opportunities for communicating, influencing and keeping communities and stakeholders informed of your brand, business or organisation.
Whilst there is no denying the power of social and digital media, it is well worth remembering that unless these tools and techniques are used correctly and integrated as part of an overall Communications Strategy to facilitate and foster relationships, these can quickly become a challenge rather than a solution.
The goal of new PR – much like traditional PR – is identifying, understanding and communicating with those communities or stakeholders that are affected by or have an effect on you or your organisation. The differentiator of this new approach however lies in engaging communities, customers, etc in conversations directly.
Moreover, new PR creates a far more active and respected environment for multi-way communication and conversations with peers and customers, whilst encouraging organisations to let go of some of the control around how messages are received and perceived.
The results of effective new PR – potential customers and stakeholders are able to internalise information quickly; share their interpretations of your key messages directly with you and use their own tools and channels to reach others within your key markets. It is well worth doing it well!